Ecommerce may be a major channel in the US in many retail sectors, but for the sale of alcohol, it has historically been very underdeveloped.
The pandemic has triggered a change in this dynamic. Multiple states temporarily relaxed laws governing alcohol delivery and some of these changes look set to become more permanent. Control states such as Virginia and New Hampshire are now testing the online sale and delivery of alcohol via the state monopoly retailer. Additionally, Kentucky allowed direct-to-consumer alcohol sales, including from producers outside the state.
Coupled with this, consumers faced with lockdown restrictions have been forced to turn to ecommerce as a lifeline, creating a huge spike in awareness of ecommerce as a channel for alcohol, even in states where this was already legal.
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